Handbook Event Market China

Chinese companies at European trade fairs

Müller-Martin, Rolf

For decades, the majority of European global companies have enjoyed a well-established global branding awareness within their trade and consumer target groups. Virtually no Chinese brands have this advantage, although China is the world champion in the export business. One possibility to demonstrate the power of a successful brand is to participate in leading trade fairs in Europe, especially in Germany. Whereas European blue-chip companies spend enormous amounts on their company presentations at fairs, Chinese brands with a worldwide market share of up to 50 % in their respective branch ...